Meet the team

The Coalition Against Recreational Vaping is convened by SocietyInside’s Hilary Sutcliffe and Joe Woof


  • Director

    Hilary is the Director of SocietyInside which is the initiator of the Coalition Against Recreational Vaping and co-lead of its Addiction Economy project..

    Her focus over the last 20 years with SocietyInside has been to use research and communications tools to empower individuals and politicians to ensure the UK economy serves the public interest and not, as it so often seems, solely the interests of companies and shareholders.

    Whilst the specific issues or ethical dilemmas may change from industry to industry what remain a constant are the problems caused by business models which create value for companies and shareholders leaving individuals and society to suffer the harms and bear the costs.

    In addition to working on vaping, she has worked in many technology areas including AI, data and digital responsibility, Internet of Things, self-driving cars, nanotech and advanced materials, synthetic biology & gene editing, industrial biotech, nanotech, neurotech, quantum tech, robotics, food irradiation and high-tech food innovation and most recently vaping and our new project on The Addiction Economy.

    To see more check out www.societyinside.com

Joe Woof


  • Joe leads SocietyInside's work on Vaping and Digital Media as part of our Addiction Economy initiative.

    His role includes co-developing public engagement programmes, like our Vaping Voices project for schools, delivering talks and creating compelling information through film and infographics to bring these complex issues to life.

    He produces Joe’s Friday Shorts, a weekly YouTube short video on the topical issues of the Addiction Economy, featuring one of the compelling infographics which is fast becoming a hallmark of SocietyInside’s approach to communication.

    His short film ‘The Vaping Dilemma’ shows how The Addiction Economy at work with vapes.  It was inspired by the groundbreaking film ‘The Social Dilemma’ and explores the addictive techniques and business model of companies marketing vapes to young adults, aiming to equip them with more information about how vaping became so popular and why.   

    Joe was also chosen by Sense About Science to ask a question on Vaping to MP’s as part of their Evidence Week, generating significant interest among MPs in SocietyInside’s work. He then presented to his MP Helen Hayes on vaping and young people, who referred to him and our work as ‘her constituent’ in the Houses of Parliament in a speech on vapes. 

    He has a Master’s degree in Science Communication from UCL and a BA in Geography from Newcastle University where his dissertation focused on exploring with young people why they don’t change their behaviour when they find out about the addictive effects of social media.